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Attitudinal Ambivalence and Openness to Persuasion: A Framework for Interpersonal Influence

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  • Martin R. Zemborain
  • Gita Venkataramani Johar

Abstract

Our two-stage framework predicts that, during impression formation, individuals who hold ambivalent attitudes toward an issue are influenced by other sources regardless of their perceived reliability on the target issue. Less ambivalent individuals are presumed likely to check the reliability of the message's source before accepting it. Experiment 1 finds that highly ambivalent participants do not differentiate between a more versus less reliable source when forming impressions of a political candidate, whereas less ambivalent participants do. Experiments 2 and 3 show that less ambivalent individuals' attitudes can be influenced by less reliable sources if participants are unaware of this influence or if participants' cognitive resources are curtailed. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Martin R. Zemborain & Gita Venkataramani Johar, 2007. "Attitudinal Ambivalence and Openness to Persuasion: A Framework for Interpersonal Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 506-514, December.
    • Handle: RePEc:oup:jconrs:v:33:y:2007:i:4:p:506-514
    DOI: 10.1086/510224
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    Cited by:

    1. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.
    2. Le Bo & Yimo Chen & Xiaoli Yang, 2023. "The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China," SAGE Open, , vol. 13(2), pages 21582440231, June.
    3. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    4. Zhi Zhang & Zhaoying Yang & Jiang Gu & Moon-Seop Kim, 2023. "How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence," Sustainability, MDPI, vol. 15(7), pages 1-19, March.
    5. Koller, Monika & Floh, Arne & Zauner, Alexander & Rusch, Thomas, 2013. "Persuasibility and the self – Investigating heterogeneity among consumers," Australasian marketing journal, Elsevier, vol. 21(2), pages 94-104.
    6. Lim, Boon C. & Chung, Cindy M.Y., 2011. "The impact of word-of-mouth communication on attribute evaluation," Journal of Business Research, Elsevier, vol. 64(1), pages 18-23, January.
    7. Guan, Chong & Lam, Shun Yin, 2019. "Product Rating Statistics as Consumer Search Aids," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 51-70.
    8. Nathalie Veg-Sala, 2022. "L’ambivalence des adolescents à l’égard de la consommation de produits de luxe," Post-Print hal-04154739, HAL.
    9. Roman Seidl & Corinne Moser & Michael Stauffacher & Pius Krütli, 2013. "Perceived Risk and Benefit of Nuclear Waste Repositories: Four Opinion Clusters," Risk Analysis, John Wiley & Sons, vol. 33(6), pages 1038-1048, June.
    10. Piras, Simone & Righi, Simone & Setti, Marco & Koseoglu, Nazli & Grainger, Matthew & stewart, Gavin & Vittuari, Matteo, 2021. "From social interactions to private environmental behaviours: The case of consumer food waste," SocArXiv 7k4vy, Center for Open Science.

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